Goal that replaces a person's primary goal when that goal can't be achieved.

brand alliance

when two brands appear on a single product (ex: Baileys Haagen Daaz Ice Cream)

Perceptual Organization Grouping

* Individuals tend to group stimuli so that they form a unified picture or impression. The perception of stimuli as groups of information, rather than as discrete bits of information, facilitates their memory and recall. * Schema is the organized collection of beliefs and feelings

refutational argument

a minor negative issue is raised and then dismissed

Brand Image

A set of beliefs about a particular brand (Shapes Attitudes toward a product).

Reference groups

people to whom an individual looks as a basis for self-appraisal or as a source of personal standards

perception of physical goods cues

intrinsic cues. extrinsic cues.

Marketing Strategy, WOM and Opinion leadership

Retailing and Personal Selling
- encourage customer to pass information along to potential new customers for rewards in referal program

ABC Model of attitudes

A- Affect- The feelings about an Attitude ObjectB- Behavior- The intended behavior one tends to act outC- Cognition- The beleifs one forms about an A.O

Fundamental idea of consumer behavior

consumers do not buy products, consumers really buy the benefits of products

if consumers do not have prior knowledge suffuicient prior knowledge, what should a company do?

they should develop educational messages as a first step

3 stages of gift giving

gestation- giver is motivated by an event to procure a giftpresentation- the exchange takes placereformulation- the relationship between the giver and the recipient is adjusted

What is the underlying motivation of purchasing a Hummer, according to Dr. Rapaille?

The underlying motivation of purchasing a Hummer is the need to exert/demonstrate domination, due to the fact that the "mental code" for SUVS is domination, according to Dr. Rapaille.

CS is interdisciplinary

# Input Stage: * influences the consumer’s recognition of a product need and consists of two major sources of information: the firm’s effort and external influences# Process Stage: * Focuses on how consumers make decisions# Output Stage * Purchase behavior and Postpurchase behavior

attention has what three characteristics?

it is selective it is capable of being dividedit is limited

Buyer's Thought Processes (Black Box)

What goes on in the mind of the consumer is influence by:1. Degree of involvement2. The decision process3. Cultural, Social, Individual, and Psychological FactorsManagers cannot control nor see these.

Who do you think Dr. Rapaille was influenced by?

I believe that Dr. Rapaille was influenced by Sigmund Freud, as evidenced by Dr. Rapaille's belief that consumers are motivated by primal urges, with reptilian hot buttons that lead us to actions. Dr. Rapaille believes that we don't even understand why we do things - that our first understandings of things create subconscious impressions, mental highways/codes in the brain. Dr. Rapaille also believes that many of our actions and desires are sexually-motivated/sexual in origin, similar to Freud.

Brand Communities

non-geographically bound community, based on a sturctured set of social reslationships among owners of a brand and the psychological relationship they have with the brand its self. -adds value to product and builds intense loyalty -most relevant for high involvement, activity based products, with a high degree of uniqueness to the brand itself
- To foster a brand community a company must est. a relationship w/ owner and help owners est. relationships w/each other
-Brand Fests- gatherings of owners and others for the purpose of interacting with one another in the context of learning and using the brand

Based upon information received and the buyer's decision rules a final decision to buy or not to buy is made.

dogmatism

continuing to believe in something that facts have proved wrong

characteristics of long term memory

eposodic/autobiographica;knowledge we have about our own personal experiencessematic: general knowledge

Mechanical Observational

Electronic device to record customer response or behavior to marketing stimulus

resistence

resenting the pressure to conform to mainstream culture

feedback

reactions by recievers used to modify aspects of the message

Compulsive Buying

Chronic, repetitive purchasing that is a response to negative events or feelings

Brand Loyalty

a favorable attitude toward and consistent purchase of a

custom marketing

create a product for each customer

Organizational vs. Personal Consumer

Business (organizational) versus personal use - organizational consumers are businesses/government agencies/other institutions that purchase goods, services, or equipment needed for their organizations to function. Personal consumers are individuals who buy goods/services for their own use or household/family/friends.

time risk

unertainties over the length of time consumers must invest in buying, using, or disposing an offering

projected techniques

designed to tap the underling motives of individuals

Acculturation process

Movement- the factors taht cause an individual to uproot themselves and move to another placeTranslation- attempting to master a set of rules for operating in the new environmentAdaptation- where new consumption patterns are formed

transformational advertising

consumer associates the use of a product with some subjective sensation

Consumption Frequency

Number of times a product is consumed

Selective Distortion

A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs.

Purchase Decision

maximizing value – What are some ways to “tilt the odds in your favor?”

Power (desire to control environment), Affiliation (need for friendship, belonging, acceptance), Achievement (need for personal accomplishment; closely related to egoistic and self-actualization needs).

physical risk

the extent to which buying an offering is percieved to have the potential to create physical harm or harm one's safety

Selective Exposure

* consumers seek out ads they like

percieved age

how old one feels(feel age vs. look age)

Cause Related Marketing (CRM)

marketing that&#10;ties a company and its products to an issue or cause with the goal of improving&#10;sales or corporate image while providing benefits to the cause.

Extensive Decision Making

The most complex type of consumer decision making, used when buying and unfamiliar, expensive, or infrequently bought item; Requires use of several criteria for evaluating options and much time for seeking information. (See High Involvement Purchases)

limited: we only can hold a certain number of things at one timeshort-lived: unless we acitvely try to rmemeber that info, we will forget it

older consumers values (3)

1. Autonomy- want to live self sufficient, active lives2. COnnectedenss- value friends and family3. Altruism- want to give something back to the world

Purchase Involvement

The amount of time and effort a buyer spends in the search, evaluation, anddecision processes of consumer behavior.1. Low Involvement Purchases2. High Involvement Purchases

Motivational Strength

Degree to which a person is willing to expend energy to reach one goal as opposed to another.

3. Recognition and recall relate to advertising effectiveness

: marketers should use message strategies that encourage consumers to think about the brand and product – a process that enhances recall at the moment when choices are actually being made; implicit memory also important to marketers – suggests that consumers may have some memory of info in an advertising message even if they do not recognize or recall it.

semiotic approach to social class

focuses on different types of codes (the way meanings are expressed and interpreted by consumers) used within different social strata--allow marketers to communicate well with different groups

Q: when a firm uses 2 methods of segmenting a market

A. Hybrid segmentation

When DO marketers want consumers to notice a differential threshold?

when marketers want consumers to notice an improvement in their product. (example, McDonald's made their with burgers 25% more meat and hoped people noticed....aka got fatter)

What are three ways marketers can help develop and reinforce long-term schemas

!) use multiple brand extensions (Arm&Hammer reinforced its power to deoderize with kitty litter)2. link product to sponsor of appropriate sport, or celeb3. highlight additional features and benefits. (now everything is eco-friendly)

what precautions should marketers take when using smell to promote a product?>

some may find the scent in a retail environment annoying (abercrombie) and pleasant smells are different to different cultures.

open ended vs. close ended scales

q and a given as choices vs. q given with no choices- people say what they want

Generation Y

1977-1994

FTC

Federal Trade Commission

Responsible for protecting businesses and consumers from deceptive advertising

1. product involvement2. message-response involvement (when the consumer is so involved with the product that they, freelancers or fans, process marketing communications3. purchase-situation involement (differences in motivation when ppl buy the same product but in different contexts)

Negative Reinforcement

the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided

Spokescharacters

the use of animated characters or fictional mascots as product representatives

Shopping Orientation

a consumer's general attitudes about motivations regarding the act of shopping

Reciprocity Norm

a culturally learned obligation to return the gesture of a gift with one of equal value

associative network

system of beliefs organized in memory

-(information is organized in memory in terms of this)

quality market

consumers in the lower-upper and upper-middle classes constitute this

Celebrity Credibility

the audience’s perception of the endorser’s expertise and trustworthiness

Bounded Rationality

a limited capacity for processing information

Customer Value

the difference between all the benefits derived from a total product and all the costs of acquiring those benefits

Permission-Based Marketing

the voluntary and self-elected nature of such online offerings, where consumers "opt in" to receive e-mail based promotions; enhancing mobile marketing on cell phones

Trait Theory:

An approach to personality that focuses on the quantitative measurement of personality traits

shaping

a desired behavior that may be learned over a period of time, as intermediate actions are rewarded in a process. i.e. over of a new store may award prizes to shoppers just for coming in, hoping over time they will continue to drop in and eventually buy something

Consumer Behavior is important to consumers, marketers, and public policy makers for what reasons?

consumers: better choices/decisions

marketers: better marketing strategies

Public Policy makers: better establishment of public policy-market efficiency and fairness

Consumer Socialization

the process, started in childhood by which an individual learns the skills and attitudes relevant to consumer purchase behavior

halo effect

tendency to assume that if something is good on one attribute then it is good on all others

Hispanic American consumers

The largest American minority group, representing about 14% of the U.S. population. The three largest groups are Mexicans, Puerto Ricans, and Cubans. Typically like established brands and slowly adopt American non-ethnic food

Household

according to the US census bureau an occupied housing unit

Behavioral Learning Theories

the perspectives on learning that assume that learning takes place as the result of responses to external events

Affect

the way a consumer feels about an attitude objects

Store Image

a store's personality composed of such attributes as location, merchandise sustainability, and the knowledge and congeniality of the sales staff

Fortress Brands

brands that consumers closely link to rituals; this makes it unlikely they will be replaced

establishes a minimum level of performance for each important attribute (often a fairly high level); making the criteria either or; sets minimum for several attributes

Generation/Age Cohort

a group of persons who have experienced a common social, political, historical, and economic environment; produce unique shared values and behaviors, often function as unique market segments

Maintenance Rehearsal

the short-lived nature of STM means that consumers must constantly refresh information through this or it will be lost; the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory

index

a sign that is connected to a product because they share some property. i.e: the pinetree on Spic and Span means fresh scent

Direct Marketing vs. Direct Mail

o Direct marketing: a marketing technique that uses various media (mail, print, broadcast, etc) to solicit a direct response from a consumer. Also known as database marketing. o Direct mail: advertising that is sent directly to the mailing address of a targeted consumer

rebirth of the internet as a social, interactive medium from its original roots as a form of one-way transmission from producers to consumers

Video Blogging

posting video diaries on sites such as youtube or photos on flikr

Social Power

the capacity of one person to alter the actions of outcome of another

What is the initiator consumption role?

Brings up purchase need

culture is environmentally dependent

cultures are influenced by the geographic locations in which they exist and the natural resources they posses

Massed vs. Distributed Learning

compressing the learning schedule into a short time span to accelerate consumer learning vs. learning spaced over a period of time to increase consumer retention

Situational Influence

all those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior

Behavioral Component

one's tendency to respond in a certain manner toward an object or activity; ex: a series of decisions to purchase or not purchase Diet Coke

figure-groud principle (Gestalt)

one part of a stimulus will dominate (the figure), and other parts reced into the background (the ground)

low effort decision making processess

use simplified strategy (brand loyalty and multibrand loyalty)

Theory of Reasoned Action

an updated version of the fishbein multiattribute attitude theory that considers factors such as social pressure and attitude toward the act of buying rather than simply attitudes toward the product itself

What are three perceptual filters?

perceptual vigilance- we notice what we are looking for (see tv ads if a tv is needed)
perceptual defense- people see what they want to see and don't see what we don't want to see (non smoking ads to smokers)
Adaption- when consumers no longer pay attention to a stimulus because its too often repeated

Informal group

- group in which there are no special membership or attendance requirements other than common interest* Walking club, reading group

model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and beliefs and attitudes toward the brand

Attitude Toward the Act of Buying

the perceived consequences of a purchase

influence of family on socialization

- an important aspect of socialization is the learning role behavior through family interaction- family influence in socialization carries over to product choices made by children as they grow up

what factors go into the shopping experience, ultimately influencing the purchasing decision